#5 Consumer Decision Process Flashcards
CDP
Consumer Decision Process
5 CDP steps
- need recognition
- search 4 info
- evaluate alternatives
- purchase consumption
- post- purchase
- Need recognition
consumers recognize an unsatisfied need
Consumer perceive…
a GAP of how I am, to ideal state
1. Need recognition
Perceptions can come… (4)
- self-generated
- stimuli-prompted
- funtional needs
- psychological needs
1. Need recognition
Self-generated
based on personal experiences or self-reflection
new caminadora pq wants to be fit
1. Need recognition
Stimuli-prompted
external factors like advertisement, reccomendations and commercials
ver a alguien con el nuevo iphone
1. Need recognition
Functional Needs
practical & tangible needs related 2 product’s performance
new refri pq el viejo ya no funciona
1. Need recognition
Psychological Needs
related to emotional/ social desires
chocolate @ tas triste
luxury bags 4 status
2 Information Search
consumer begins searching 4 info 2 help adress their need
2 types: internal/external search
2 Information Search
Internal Search
recalling past experiences w/products or brands
2 Information Search
External Search
seeking info from friends, families, reviews or experts
FALTA INFO DE INFO SEARCH
3 Evaluation of Alternatives
consumers compare different products or brands based on criteria $, quality and features
weighing PROS & CONS
3 Evaluation of Alternatives
Retrieval Set
grupo de marcas que el consumidor puede recordar easy
3 Evaluation of Alternatives
Evoked set
de ese grupo, consumer solo selecciona marcas para compra
3 Evaluation of Alternatives
Determinant attributes
specific features of a produc that matter a lot
si hay opciones iguales y 1 tiene ese attribute, gana ese 1
3 Evaluation of Alternatives
Determinant attributes categories (2)
rational and psychological
Determinant attributes
Rational
like health benefits
un diabético obvio no va a comprar una bomba de azúcar
Determinant attributes
Psychological
more about perception than functionality
tacones con suela roja o no
3 Evaluation of Alternatives
Decision Rules (5)
- compensatory
- conjuctive
- lexicographic
- affect referral
- brand loyalty
3 Evaluation of Alternatives
Compensatory
best balance of features
3 Evaluation of Alternatives
Conjuctive
no bad features
3 Evaluation of Alternatives
Lexicographic
scores highest on my most important feature
3 Evaluation of Alternatives
Brand Loyalty
my fav. brand
4 Purchase & Consumption
once a consumer has decided on a product, make it easy for them to buy it
4 Purchase & Consumption
Conversion Rate
?
4 Purchase & Consumption
How to measure Conversion Rate?
tracking abandoned carts
4 Purchase & Consumption
Strategies 2 encourage customers to complete their purchases
- simplifying checkout experience
- creating urgency (últimos que quedan)
CHECA SI SANTIAGO TIENE MÁS INFO
5 Post purchase; 3 outcomes…
- customer satisfaction
- post purchase dissonance
- customer loyalty
5 Post purchase
Customer Satisfaction
when expectations are met
high expectations lead 2 repeat purchases
ojo! advertise w/high expectations because…
customers can feel dissapointed si nomás no jala
ojo! advertise it too low because…
ni una mosca se le va a parar
Strategies 2 ensure satisfaction
- offer money-back guarantees
- setting realistic expectations
5 Post purchase
Post purchase dissonance
arrepentirse
the feeling or regret/ guilt after a purchase
5 Post purchase
Customer Loyalty
when make repeat purchases from same brand
ojo que es OVERTIME
5 Post purchase
Customer Loyalty benefit
loyal customers reccomend 2 others
5 Post purchase
Customer satisfaction Formula
performance - expectations
